PostEaseThe short answer
The paid promotion label is the disclosure YouTube shows at the start of a video that contains branded content. You turn it on by ticking “My video contains paid promotion like a product placement, sponsorship, or endorsement” in the video’s details in YouTube Studio. YouTube’s Branded Content Policies say that if a video contains branded content, “you must let us know using the paid promotion declaration in Studio.”
YouTube defines branded content as anything influenced by a brand partner in exchange for something of value: payment, free products or sponsorships, whether the benefit comes now or later. The policy covers videos, Shorts, live streams, descriptions and comments.
What ticking the box changes
From YouTube’s Branded Content Policies:
| What | What YouTube says happens |
|---|---|
| Disclosure | A message at the start of the video tells viewers it contains paid promotion |
| Ads | Ads still run, but YouTube may avoid showing an ad from a competitor of your brand partner |
| Ad revenue | Still possible in the YouTube Partner Program, if the video follows the advertiser-friendly content guidelines |
| YouTube Kids | Videos with branded content are removed from the YouTube Kids app |
| Restrictions | You can set the countries where it shows, an overall minimum age, and minimum ages by country |
How to turn it on
On a computer, in YouTube Studio, open Content, select the video, click Show more, and tick the paid promotion box; when uploading, choose “Yes, my video includes branded content” under Paid Promotion. In the YouTube or YouTube Studio app, open the video, tap Show more, then Products, Paid promotion, and brands, then Paid promotion and brands, and tap Yes. YouTube notes that age and country restrictions can only be edited in Studio on a computer.
What happens if you do not disclose
YouTube says that if its systems detect undisclosed branded content, it may add the label automatically and notify you, and you may be able to certify that the video has no branded content to remove a label added in error. If you do not disclose, or the content breaks the policy, YouTube may remove the video, age-restrict it, or affect your Partner Program eligibility. The policy applies to the whole video, not only the sponsored segment.
What branded content cannot promote
YouTube lists prohibited and restricted categories, and says neither list is complete:
| Type | Examples YouTube gives | What it means |
|---|---|---|
| Prohibited | Recreational drugs or paraphernalia, weapons or ammunition, hacking software, counterfeit products, academic essay-writing services | Cannot be promoted in branded content at all |
| Restricted | Alcohol, financial services, healthcare and medicines, gambling, elections and political content | Allowed with extra conditions: brand partners certified by Google where needed, and age and country restrictions |
Disclosure beyond YouTube
The label meets YouTube’s rule; the law may ask for more. YouTube says you remain responsible for clear and prominent disclosure and for local requirements, and points creators to bodies such as the FTC in the United States, the ASA in the United Kingdom and the Korea Fair Trade Commission. YouTube also does not allow ads supplied by an advertiser, such as pre-rolls, to be burned into the video itself.
Questions
Do I need to tick paid promotion for a free product?
Yes. YouTube counts free products in exchange for content as branded content, which must be declared with the paid promotion box.
Does the paid promotion label stop me earning ad revenue?
No. In the YouTube Partner Program, a video with branded content can still earn ad revenue if it follows the advertiser-friendly content guidelines. YouTube may avoid ads from your sponsor’s competitors.
Does the paid promotion label apply to Shorts?
Yes. YouTube’s Branded Content Policies apply wherever branded content appears, including Shorts, live streams, descriptions and comments.
What if YouTube adds the label to my video by mistake?
YouTube says you may have the option to certify that your video does not contain branded content and override the label.
Sources
- YouTube, YouTube Branded Content Policies, checked October 2026.
- YouTube, Add branded content restrictions & disclosure labels, checked October 2026.
- YouTube, Tips for getting brand deals, checked October 2026.